Measuring successful knowledge sharing among academia through social media

Abstract

This paper aims to study the influence of social media on knowledge sharing among academia. Previously, many researches have been done to explore the importance emergence of social media for public use, but there are still limited studies on how this technological advancement affects the academia. For this study, Facebook is chosen as one of the online social networking tools as the medium of knowledge sharing. To begin with, this study is started with the identification of factors that encourage the academia to share their knowledge through social media. These factors are then categorized based on Theory of Planned Behavior (TPB). After this knowledge has successfully shared, the level of successful knowledge sharing through Facebook is modeled using Fuzzy Logic. Fuzzy inputs for this study are the number of like, comment and share. Findings from this study indeed showed that there are many reasons encouraging academia to utilize social media for their work. Besides, this paper contributes new knowledge to fuzzy logic application as it is the first known research in measuring Facebook engagement for knowledge sharing purposes. In conclusion although there exist some barriers and limitations with the use of social media, academia are showing a positive shift in the application of these tools for work.